SEO Friendly Pagination: A Complete Best Practices Guide

SEO Friendly Pagination

Written by Jeremy Earle, JD

July 30, 2022

Colorado Springs SEO Company

Learn how pagination may harm SEO, the advantages and disadvantages of pagination management methods, and how to measure KPIs in this article.

A site’s pagination is a chameleon of sorts. It’s utilized in various scenarios, from category pages to article archives, gallery slideshows, and forum posts.

When it comes to SEO, pagination isn’t an issue of if. It’s a question of when.

For the sake of user experience, a website’s content has to be broken up into several smaller pages (UX).

For search engines to index the most relevant page, we must assist them in crawling and understanding the relationships between these URLs.

The SEO recommended practices for managing pagination have developed over time. Many myths have been passed off as reality along the way. However, this is no longer the case.

According to what we’ll cover in this article:

Pagination doesn’t impact SEO, according to the misconceptions.

Pagination should be presented most efficiently.

Take a look at some of the less-than-ideal approaches to handle pagination.

Investigate the influence of pagination on key performance indicators (KPIs).

How Pagination Affects Search Engine Optimization

You may have heard that pagination has been detrimental to search engine optimization in the past.

Due to poor pagination management in most circumstances, rather than pagination itself.

Analyze how pagination harms SEO and how to avoid it. Let’s have a look.

Pagination results in content that is duplicated.

False if pagination has been incorrectly implemented, such as having both a “View All” page and paginated pages without a valid rel=canonical.

When using SEO-friendly pagination, this is incorrect. Even if your H1 and meta tags are the same, the actual text of the page will vary from both of them… It’s not a copy, then.

Pagination results in a lack of substance.

A page with too little material is correct if you have divided an article or picture gallery into numerous pages to increase ad income by boosting visitors.

Putting the needs of your users ahead of cash from banner ads or artificially inflating pageviews is erroneous. Each page should have a reasonable quantity of material.

There is a Dilutive Effect of Pagination on Ranking Signals


It is possible to divide internal link equity and other ranking signals, such as backlinks and social shares, into several pages when pagination is enabled.

Pagination should only be used when a single-page content strategy results in a bad user experience; however, this may be mitigated (for example, ecommerce category pages). Add as many things as feasible to these pages without slowing them down to reduce the number of paginated pages.

Crawl Budget is used for pagination.

In the case of Google crawling paginated sites, this is correct. That budget may be put to good use in some circumstances.

For instance, for Googlebot to go through paginated URLs to access more in-depth pages of material.

The “Do not crawl” option in Google Search Console or a robots.txt disallow is often inaccurate when you want to save your crawl budget for more essential URLs.

Optimizing Pagination for Search Engines

Use Anchor Links that can be crawled.

The site must include anchor links with href attributes pointing to the paginated URLs for search engines to scan them properly.

For internal links to paginated pages, use a href=”http://www.your-paginated-url-here”>. Don’t use JavaScript to load paginated anchor links or the href property.

In addition, the rel=”next” and rel=”prev” attributes should be used to show the connection between the component URLs in a paginated series.

This is true even after Google’s notorious Tweet saying they no longer utilize these link properties at all.

After then, IlyaGrigorik explained that rel=”next” / “prev” might still be useful.

There are other options than Google when it comes to finding information online. Here’s what Bing has to say about it.

A self-referencing rel=”canonical” link should accompany the rel=”next” / “prev” link. The result of which is that /category?page=4 /category?page=4 should have a rel=”canonical” attribute.

Pagination alters the page’s content; hence the master copy of that page must be updated as well.

Don’t use rel=”canonical” if the URL has other parameters, but use rel=”prev” and “next” links if they do.

When it comes to examples:

Doing so will show a clear connection between the two pages and eliminate the possibility of duplicating any material.

Avoid these common blunders:

They are incorporating the link properties into the text. Within your HTML, they are solely supported by search engines.

A rel=”prev” link to the root page of the series, or a rel=”next” link to the last page in the series. Both link properties must be present on all subsequent pages in the chain.

Be aware of the canonical URL of your root page. You should probably link to the canonical page=2 with rel=prev, rather than?page=1.

A four-page series’s code will look like this:

The next page in the series is indicated with a single pagination element on the root page.

On page 2, there are two pagination tags.

Page 3 has two pagination tags.

There is a single pagination tag on page 4, the last page of the paginated series.

On-Page Elements of Paginated Pages

We don’t approach pagination differently, according to John Mueller”. We handle them the same as any other page.

As a result, Google does not regard paginated pages as a single piece of information, as they had previously suggested. All pages on a paginated site may compete with the root page for search engine rankings.

If you want to avoid duplicate meta descriptions or duplicate title tags warnings in Google Search Console, make a simple update to your code to urge Google to return the root page in the SERPs.

If the formula is on the root page:

The formula for the next set of paginated pages might be as follows:

To prevent the root page from being shown in search results, the meta titles and descriptions for the paginated URLs have been deliberately made poor.

Paginated sites that appear in search results even after these improvements should be tried with additional classic on-page SEO techniques like:

H1 tags on paginated pages should be de-optimized.

Don’t add any text to the paginated pages, just to the root page.

When creating a category picture for the root page, use an optimized file name and alt tag, but do not use pagination.

Don’t Include Paginated Pages in XML Sitemap.

Although theoretically indexable, paginated URLs aren’t a high priority for SEO and shouldn’t get crawl money.

It’s not appropriate to include them on your XML sitemap.

Google Search Console: Handle Pagination Parameters

It’s preferable to perform pagination via a URL parameter rather than relying on the URL itself. When it comes to examples:


Although there is no benefit to adopting one over the other for ranking or crawling reasons, research has revealed that Googlebot can predict URL patterns using dynamic URLs. As a result, the chances of being discovered quickly are increased.

As a drawback, rendering empty pages for guesses not included in the current paginated series may lead to crawling traps.

If a series has four pages, for example, URLs with a content-stop at

Assuming and loading an empty page, Google’s crawl budget is wasted, and the bot may get lost among an endless number of pages due to the incorrect assumption.

For any paginated pages that are not part of the current series, ensure that the HTTP status code is set to 404.

Additionally, the parameter method allows you to define the parameter in Google Search Console to “Paginates” and modify the signal to Google to crawl “Every URLs” or “No URLs,” depending on how you want to utilize your crawl budget. Developers aren’t required!

Don’t ever use fragment identifiers (#) to represent paginated page content since it is not crawlable or indexable and unfriendly to search engines.

Several SEO solutions to paginated content are either incorrect or outdated.

You can do nothing at all.

Google does not feel that Googlebot needs any specific indication to discover the next page.

The takeaway for SEOs is that pagination can be handled by doing nothing.

While this phrase has some validity to it, you’re gambling with your SEO if you do nothing.

The root page of many sites has been chosen by Google to rank above a paginated page for a search query.

It’s usually a good idea to provide crawlers with precise instructions on how they should index and display your information.

Create all-page canonicalization of your website.

The View All page was designed to include all of the material from all of the individual component pages in one place.

To simplify ranking signals, all paginated pages have a rel=”canonical” to the View All page.

An article or list of categories with all of its elements shown on a single page is more appealing to searchers since it is faster to load and easier to browse.

An alternate View All version that provides a better user experience than the relevant segment page of your paginated series is more likely to be included in the search results if your paginated series has it.

What’s the use of having paginated pages if you don’t need them?

Let’s make this easy.

No need for pagination or a View All version if you can present your material on one URL and create an excellent user experience.

A category page with hundreds of goods would be absurdly big and take much too long to load if you couldn’t, so paginate instead. As far as user experience goes, View All isn’t the ideal choice.

Both a View and rel=” next,” or “previous,” can be used in conjunction with each other. Search engine spiders will be perplexed if any version of the XML-RPC specification is utilized.

Please don’t!

Canonize the first page of the document

A typical mistake is to have all paginated results refer to the series’ root page using rel=”canonical.”

The idea that this is a means to concentrate authority across the set of sites to the root page is misguided by some SEO experts.

Canonicalizing the root page incorrectly might lead to search engines believing you only have a single page of content.

As a result, pages further down the link chain will not be indexed by Googlebot, and any signals pointing to the content on those sites will be ignored.

Your detailed content pages should not be removed from the index as a result of inefficient pagination management.

Unless you utilize a View All page, each page in a paginated series should have a self-referencing canonical.

Googlebot may overlook your signal if you use the rel=canonical wrongly.

Unindexed Pagination

A robot’s noindex tag was used in the past to prohibit search engines from indexing paginated information.

Any ranking signals from the component pages will be ignored by using just the noindex tag for pagination management.

However, a long-term noindex on a website will ultimately cause Google to follow the links on that page.

Content linked from paginated pages may be omitted from the search results.

or Load More Pagination & Infinite scrolling

The following is a more recent method of dealing with pagination:

When a user continues to scroll down an infinite page, the material is pre-fetched and appended immediately to the current page.

Clicking on a “see more” button will take you to a page where you may load further material.

Googlebot, on the other hand, isn’t so sure. Not really.

As a search engine, Googlebot does not mimic actions such as scrolling down a web page or clicking to load further content. As a result, search engines are unable to adequately index all of your information unless you provide them with assistance.

A paginated series built on crawlable anchor links with href attributes, which is accessible even with JavaScript disabled, is an SEO-friendly alternative to an endless scroll or additional loading page.

Adapt the URL in the address bar to the component paginated page as the user scrolls or clicks using JavaScript.

A pushState should also be used whenever a user action seems like it may be a click or a page turn. The demo built by John Mueller demonstrates this feature.

As a result, you’re still adhering to the SEO best practices outlined above, but you’re also enhancing the customer experience.

Inhibitor Block Crawls via Pagination

By prohibiting Google from scanning paginated URLs, several SEO experts believe that the problem of pagination management may be avoided.

Having well-optimized XML sitemaps can help guarantee that pages linked through pagination are properly indexed.

A crawler may be blocked using one of three methods:

Add a nofollow tag to all links that go to paginated pages in a clunky manner.

Use a robots.txt prohibit instead, which is a far more elegant solution.

Using Google’s Search Console, set the paginated page option to “Paginates” and have it crawl “No URLs.”

You may prevent search engines from indexing paginated URLs by utilizing one of the following methods:

The ranking signals of paginated sites are not being recognized by search engines as a result of this workaround.

Prevent internal link equity from flowing down to destination content pages from paginated pages.

Make it more difficult for Google to find your target content pages.

There is an apparent benefit to this: you save money on your crawl costs.

There is no right or incorrect answer to this question. Your website’s priority must be determined.

Pagination handling in Google Search Console allows you to prioritize crawl budget while yet allowing you to modify your mind.

Pagination’s effect on KPIs may be measured.

Then, how can you measure the impact of the optimization of pagination management?

Determine how your current pagination handling is affecting SEO by gathering benchmark data.

Among the possibilities for KPIs are:

The number of paginated page crawls as recorded in the server log files.

It’s helpful to know how many pages Google has indexed by using a site search operator (for example, site: example. cominurl: page).

Use Google’s Search Console to see how many times a page with pagination appeared in the search results.

A Google Analytics landing page report sorted by paginated URLs to get insight into on-site activity. – Google

Change the pagination links if you notice that search engines are having difficulty crawling the pagination to find your content.

These data sources should be revisited once you’ve implemented best-practice pagination handling.

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